Seminar 228.443: Advertising

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Seminar 228.443Advertising

• Dr. Teri Shaffer

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IMC Campaign Outline

• Introduction
• Situation analysis
• SWOT analysis
• Key strategy decisions
• The creative plan

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The Creative Plan

• Creative process person
• Creative strategy
• Writing print ads
• Writing radio ads
• Writing tv ads
• Writing interactive ads

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Creativity

• art of establishing new and meaningful
  relationships between previously unrelated things
  in a manner that is relevant, believable, and in
  good taste but which somehow presents the product
  in a new light. Leo Burnett

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Exhibit 13-1 (Page 409)

• Creativity Is the Search for New and Different
  Viewpoints.

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The Creative Process

• Preparation---immersion and gathering raw
  material
• Mental digestion---constantly thinking
• Incubation---daydreaming
• Illumination---idea appears out of nowhere
• Application---puts idea into action

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Brainstorming

• Group of people to generate many ideas by playing
  off of each others ideas.

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Rules of Brainstorming

• Anything goes
• No criticism
• The more the better
• Quantity of ideas is directly related to quality
  of ideas

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The Creative Personality

• We are all born with some degree of creativity
• Creative people tend to be
• Independent
• Self assertive
• Persistent
• Self disciplined
• Tolerant of ambiguity

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Creative Strategy

• What advertising is going to say
• How it will be said
• Best advertisements are
• Simple
• Clear
• Definite focus

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Components of Creative Strategy

• Advertising objectives
• Target audience profile
• Buying habits, lifestyles, motivations
• Personal profile (Exhibit 13-8 on page 422)
• Key consumer benefit (USP)

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Unique Selling Proposition (USP)

• M Ms--Melts in Your Mouth, Not in Your Hands
• Maytag---Friendly Repairman

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Components of Creative Strategy

• Advertising objectives
• Target audience profile
• Key consumer benefit (USP)
• Strategic approach
• Product positioning, appeals used, how USP will
  be presented

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Positioning Statement

• Hallmark is the most convenient greeting card
  because it offers the best selection, most
  thoughtful verse, and emotional content that
  matches the senders thoughts with the receivers
  needs. This results in a successful care purchase
  without spending a lot of time looking. There is
  a sense of reliability, comfort, and confidence
  in knowing that Hallmark will have the right
  card. The consumers choice can revolve around
  which card is best, rather than which card comes
  closest in either location or quality.

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Components of Creative Strategy

• Advertising objectives
• Target audience profile
• Key consumer benefit (USP)
• Strategic approach
• Product positioning, appeals used, how will USP
  be presented
• If no USP, other basic strategic
  approachesExhibit 13.9 on page 423

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Components of Creative Strategy

• Advertising objectives
• Target audience profile
• Key consumer benefit (U SP)
• Strategic approach
• Support
• Provide writers with supporting details
• Tone, style, and manner
• Brand personality to be conveyed

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Putting Strategy Into Writing

• Creative platform
• Plan for more than one ad
• Copy platform
• Plan for each ad

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Advertising Campaign

• ...a series of related advertisements that have a
  common theme, common slogan, and have a common
  set of advertising appeals

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Theme

• General feeling or emotions

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Slogan

• Battle cry of the advertiser
• ...a short written or verbal message
• Come see the softer side of Sears.

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Theme and Slogan Examples

• Pillsbury Doughboy
• Nothing spells loving like something cooking in
  the oven.

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Theme and Slogan Examples

• Taco Bell
• Dog
• Yo Quire Taco Bell

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Advertising Appeals

• Something that makes the product particularly
  attractive or interesting to the consumer. i.e.
  security, esteem

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Example Advertising Appeals

• Bayer Aspirin
• Relieves headaches
• Caffeine free
• Sodium free
• Pain relief
• Recognized brand name
• Reduces heart attacks
• Reduces inflammation from arthritis

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Words and Advertising

• Copy
• Copywriter

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From the Internet

• Copywriting Tips (an extensive guide to writing
  copy and creating ads)
• Nomm de Plume
• http//nomm.com/copywriting.htm

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Writing for Print Advertising

• Illustrations or visuals
• Body copy
• Slogans taglines
• Logotypes or signature cuts

• Elements
• Headlines
• Overlines underlines
• Subheadings
• Captions

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Headlines

• Most important verbal element
• According to David Oglivy, it is 5x more
  important than body copy
• Goal of headline GAIN ATTENTION

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David Oglivys Techniques

• Promise a benefit
• I hate situps. I hate situps. I hate situps.
  I hate situps. I hate situps. Rollarblade

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David Oglivys Techniques

• Inject news
• Announcing the most significant fleet to enter
  the Caribbean since the Nina, Pinta, and Santa
  Maria. American Airlines

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David Oglivys Techniques

• Provide useful information
• I know I should quit. Dont tell me why, tell
  me how. Nicoderm

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David Oglivys Techniques

• Include Brand Name
• The good news is Jeep Grand Cherokee is now
  available with a V8. There is no bad news.

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David Oglivys Techniques

• Select your target audience
• Exactly how mad is she? American Floral
  Marketing Council

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David Oglivys Techniques

• Be specific
• Fifteen dealerships into their search, Barry and
  Cynthia Nelson felt like throwing in the towel.
  Saturn

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Most Common Types of Headlines

• Benefit---promises a reward
• News---promises that if read, get information
• Curiosity---intriguing question or creative play
  on words

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Benefit Headline
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News Headline
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Curiosity Headline
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Subheadings

• Organizational headings
• Overline
• Above headline
• Underline
• After headline
• Smaller than headline but larger than copy

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Subheadings Overline
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Subheading Underline
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Captions

• Under or next to photographs or illustrations
• Help reader interpret them

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Caption Doubles as Headline
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Body Copy

• Heart substance
• Type is smaller than headline/subheadings
• Follow through on headline and illustration theme
• You approach---writing to one person

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Structure of Body Copy

• Lead paragraph
• Continues with main idea, transition to more
  specific selling points
• Interior body copy
• Most of selling takes place
• Closing paragraph
• Move reader to action

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Tagline

• Slogan
• Brita example Tap into great taste.

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Types of Body Copy

• Straightforward
• Narrative
• Uses a story to get point across
• Dialogue
• Better suited for radio and television
• Dialogue between people
• Testimonial---person speaks to audience

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White Space

• Large areas
• Openness, exclusivity, and simplicity
• Busyness
• Excitement, curiosity

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Hallmark
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K2 Skates
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Balance

• Distribution of elements around imaginary
  vertical line
• Formal balance---symmetrical
• Informal balance---asymmetrical

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Formal Balance
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Informal Balance
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Proportion

• Relationship in size between elements

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Parker Pen
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Color

• Reds excitement
• Earth tones warmth
• Greens nature
• Blacks richness and sophistication

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Intensity

• Brightness
• Excitement
• Subdued
• Peacefulness

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Contrast

• Lightness or darkness
• Neiman Marcus

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General Steps in a Layout
Thumbnail Sketches Preliminary Sketches
Rough Layouts Ads Done to Size Without Attention
to Looks
Semicomps Layout Drawn to Size, Used for
Presentations
Comprehensives Art is Finished, Designed to
Impress Audience
Mechanical Largely Computer Based and Generated
to Guide Color Separations
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Writing for Outdoor

• 7 words or less for headline
• Great source for examples
• Outdoor Advertising Association of America, Inc.
• http//www.oaaa.org/zzroutside/OBIEAwards/OBIE2000
  Results.htm

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Outdoor Advertising
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Writing for Radio

• Theater-of-the-mind
• Dramatic use of voices, music, and sound effects
• Write the way people speak
• Short sentences, fragments, and phrases
• 2 words per second

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Radio Formats

• Pitch format
• Straight announcement
• Slice-of-life or situation format
• Pitch for product at end
• Song format
• Jingle
• Donut (song then announcement)

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Radio Scripts

• Single column
• Voices identified
• Sound effects noted

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Writing for Television

• Pictures tell the story
• Should be able to tell story without audio
• Example Polaroid
• Key visual symbol
• One frame sums up entire commercial

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Most Common Types of TV Ads

• Demonstration
• Glad-Lock bags

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Most Common Types of TV Ads

• Testimonials
• Ordinary person
• Expert endorsers
• Celebrity endorsers

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Most Common Types of TV Ads

• Presenters
• The talking head

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Most Common Types of TV Ads

• Slice-of-Life
• Story

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Most Common Types of TV Ads

• Lifestyle/Emotion
• Focus on interests and activities

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Most Common Types of TV Ads

• Animation
• Claymation

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Humor

• Effective, but
• Difficult to write
• Can overwhelm the product
• Wears out so need a large pool of ads
• Vampire creativity
• People remember ad but not product/source

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Music

• Can set mood
• Jingles can serve as memory devices

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Writing for Television

• Storyboards
• Roughly sketched

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Storyboard
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Writing for Television

• Storyboards
• Roughly sketched
• Photoboard
• Still photographs
• Exhibit 15-9
• Stealamatic
• Steal footage from other commercials

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Writing for Interactive Media

• Web sites
• Banner ads

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Guidelines

• Sensitive to time it takes to retrieve
  information
• Response and feedback mechanisms
• Dynamic
• Worldwide so prepare for response
• IMC

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Criteria for a Good Ad

• BDMS
• Believable
• Distinctive
• Memorable
• Simple